Metrostar begins MI High push

Egmont signed up to produce range of books in 2011.
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Last week's Brand Licensing Europe was certainly a successful one for Metrostar - following on from the first signings for Dear Zoo, the firm has revealed that the MI High programme is also up and running.

Egmont has become the first licensee for the CBBC show, launching a range of books in 2011.

Metrostar says that MI High appeals to both girls and boys equally in viewing terms, and that the brand received strong interest at BLE, from categories including books, magazines, annuals, video games and stationery.

Series five kicks off on CBBC in 2011, with series six mooted for 2012. On top of this, a national theatre tour will begin in late 2011, visiting all major UK towns and cities. Ten shows a week for at least a year are planned.

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It was while she was working at the BBC, that Claire Potter realised the power and untapped potential in television brands: ?At the time, all of the licensing focus was on pre-school and many great family or grown up series were being overlooked,? she explains.

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